Backlash? Hah. That would require people to listen to it in the first place.
aoi tsuki made a lot of good points, but I'd also like to point out the influence of the business side on our musical "tastes," at least in America. (I imagine it's similar in other places as well.)
Music marketing thrives on LABELS, and one of the huge problems with "dance" music is that it is REALLY lacking a set of consistent labels. For one thing, what do you call the music to begin with? Not all electronic music is meant to be danced to (late-career Aphex Twin, anyone?), or even necessarily has its basis in rhythm at all (some Boards of Canada, Brian Eno). The record companies tried to invent the term "electronica" a decade ago, but that's ALSO misleading. Many songs are constructed from "real" instruments, or from samples of other genres of music, or both...and, oh yeah, doesn't the technology applied to "rock" music (synthesizers, sampling, editing multiple takes into a master version, software to adjust vocal pitch, etc.) make it "electronic" too?
One level down, the problem gets worse. You might be able to describe an artist as making "house" music, but what does THAT mean? Aside from a reliance on a 2/4 rhythm, house music can sound wickedly different. Try playing Miguel Migs, early-career BT, and Matthew Dear back-to-back, and watch the confused look on the face of your audience. And what kind of label do you apply to someone like Squarepusher, who can have a completely different sound from album to album...or even within the SAME album.
Radio used to mean something to somebody, and maybe it still does...fuck if I know. The classic "single" was no more than four minutes long with a catchy hook (riff, chorus, memorable lyric), and it had to fit into a genre cleanly since radio stations are divided by genre. What do you do with a seven-minute track which builds up slowly, has no vocals whatsoever (Ulrich Schnauss), and doesn't fit into your local "alternative rock," "classic rock," "oldies," or "hip-hop" station?
Finally, one level up from dealing with HOW to market the music, consider the fact that most marketing is done by the big record companies. But are they even involved here? Small producers can get by doing DJ gigs and selling 12" at their local record store, and with the advent of the internet and CD-Rs, music can spread even more quickly. One guy or girl alone with a decent computer and some special equipment can create entire albums -- you no longer need the enslavement of needing a "record deal and studio time" to make it happen.